Unformatted text preview: Influence (a.k.a. utilitarian influence)
3. Identification Influence (a.k.a. value expressive) 7-12 Reference Group Influences on the
Consumption Situation Determinants of Reference Group Influence 7-13 Reference Group Influences on the
Differential Reference Group Influence on
Product Versus Brand Choice
Product 7-14 Communications within Groups and
Opinion Leadership WOM Opinion Leaders Market Mavens, Influentials, and e-fluentials Marketing and Online Strategies 7-15 Communications within Groups and
Opinion Leadership WOM Versus Advertising
(% who put people vs. advertising as best source) 7-16 Communications within Groups and
An opinion leader is the “go to person” for specific
types of information. This person filters, interprets, and
passes along information.
Opinion leaders possess enduring involvement for
specific product categories. This leads to greater
knowledge and expertise.
Opinion leadership is category specific – an opinion
leader in one product category is often an opinion
seeker in others.
7-17 Communications within Groups and
Mass Communication Information Flows 7-18 Communications within Groups and
Situations in Which WOM and Opinion Leadership Occur
The exchange of advice and information between group members
can occur directly via WOM in the following situations:
Likelihood of Seeking an Opinion Leader 1. Individual seeks
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This document was uploaded on 04/06/2014.
- Spring '14